New Ermenegildo Zegna store in Geneva, a temple for men elegance.

Yesterday there was the official opening of the new Ermenegildo Zegna store in Geneva. A 300 m2 devoted to men’s elegance in the heart of the luxury area in Geneva.

When a new store opens in Geneva, it is always an event. And if this store is located in Rue du Rhone, the luxury area, then it is big news. For many years, Rue du Rhone was populated by Timepieces and Jewelry brands and more and more Fashion brands are taking the place. Chanel, Louis Vuitton, Celine or Hermès have created their presence in the famous street. And now it is time for Ermenegildo Zegna to join the selective group of Rue du Rhone.

New Zegna store opening event – VIP please.

Gildo Zegna and Anna Zegna

Gildo Zegna and Nico Vascellari

Anna Zegna presenting the Su Misura collection

The opening event took place in October 3rd with the exclusive presence of Mr and Ms Zegna, the brand curator Simone Menegoi and the italian artist Nico Vascellari. Here a short extract of the welcome speech done by Mr. Zegna:

The Zegna store, a place for elegant gentlemen

The store, as all global stores for the brand, was designed by the famous architect Peter Marino. The aim was to propose a modern yet natural environment for this beautiful luxury selling space. Every collection has its own space, so the customer can explore and (re)discover the entire brand universe, from suits to fashion and leather accessories, eyewear and Fragrances. Everything is presented with a lot of good taste. Technology and tradition meet for a new vision of masculine elegance.

Every detail was taken care. The visit of the new Zegna store is a complete journey into what builds today’s masculine style. In every corner of the store you are inspired by the displays. Nature and technology blend harmoniously with the masculine color palette. Stone, Rosewood, mahogany and bronze allow a sophisticated elegance, always on the right tone. Nothing is inessential.

“Ermenegildo Zegna is not about fashion, it is about style” – Gildo Zegna, CEO of Zegna group.

The ultimate luxury: Zegna made-to-measure space

The new Ermenegildo Zegna store also offers exclusive services as the ultra-luxury “Su Misura” service. A true made-to-measure service aligning traditional italian tailoring of “Sartoria” in contemporary silhouettes. You can also find in the store the Zegna’s sophisticated “Upper Casual”, a leisure collection.

The new Ermenegildo Zegna Personalization Project will have its own dedicated area within the Made to Measure room. The project has been created to meet the needs of discerning gentlemen who enjoy the privilege of choosing their own fabrics and finishing touches to create impeccable clothing and accessories. Zegna’s Personalization Project guarantees a renewed elegance and the unmistakable craftsmanship that has distinguished Zegna for over a century.

The customization reaches its ultimate elegance when the fabric you choose for your suit is branded with your name from the fabric factory. Here below an example. Placido Domingo, the famous classical singer, is a regular client of the italian brand and he has chosen his own fabric for his suits. Here below how Zegna brands the fabric with the customer’s name.

ZegnArt, when fashion meets Art.

By visiting the new store in Geneva, we could admire a artistic installation by italian artist Nico Vascellari that will be permanent in the store. This initiative is launched under the project called ZegnArt.

It is an amazing platform to gather together, as a unified vision, all the activities in the field of contemporary art that the Zegna group carries out. There are several on going collaborations with artists, curators, cultural institutions and other organizations. 2013-2014 will focus on italian artists. The curators will be Cecilia Canziani and Simone Menegoi. The coordination will be done by Andrea Zegna in person. In the incoming year, we will see a series of new works from italian artists who are invited to engage with the spirit and philosophy of Zegna Group. You can read more about this amazing project by visiting the dedicated website: http://www.zegnart.com.

In the new Geneva store, Nico Vascellari is featured in the first chapter of Art in Global Stores, with an installation called “Untitled” based on the theme of memory, both individual and collective.

Hanging in the space and volume of the shop’s grand staircase, a “liana” (vine)- made by weaving together strips of material from Nico Vascellari own clothes and those of his friends, composes a system of autobiographical and emotional spirals, in a sort of collective wardrobe-diary whose very texture preserves the traces of our existence. The artist defines it as an “emotional cord” that “symbolizes a relationship and poetically recreates the essence of a garment” .

Mr Zegna brought a complementary vision about this installation. For him there is something very noble on the way Mr Vascellari created this piece of art. First there is colour. Luxury tend to use black. But black is democratic and easy to match. Colour is the challenge for every fashion house. Also the use of different fabrics was an important point because fabrics are the foundation of everything, especially for a House as Ermenegildo Zegna that places high-quality fabrics in the heart of everything.

To visit this store, here is the address:

Ermenegildo Zegna Rue du Rhone 80-84 Geneva

For reminder, Ermenegildo Zegna is a privately owned company. It was founded in 1910 and its mission was to create and provide the finest textiles through innovation and sourcing. Today it is the 4th generation of the Zegna family who is at the head of the company – Mr Gildo Zegna. With more than 500 stores (around 300 company-owned) in 100 countries, Ermenegildo Zegna is definitely a leading player in the fashion and luxury industry. The total Group revenues in 2012 reached € 1.261 Billion. Visit the brand website for more information:http://www.zegna.com

Finally men have their temple for style and timeless elegance in the heart of Geneva.LA

Info sourced at the official opening event. All content is copyrighted with no reproduction rights available.

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